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Well, most of the providers have contract clauses stipulating that they have the ability to throttle excessive usage or upgrade account types. There are plenty of stories out there of various providers forcing users to upgrade to business account (which cost a lot more) based on usage volume.
To make it more palatable, though, if I were running things I'd also provide discounts to the bottom end of users too. But its weird how people don't mind this billing model in one area (cell phones) but the screaming is long and loud in this area.
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